VietCharm — Homepage & Booking Flow
Overview
VietCharm is a cultural dining show in Vietnam offering a curated experience of traditional performances and cuisine. Despite a premium product, the existing website felt outdated and failed to communicate the brand's value — leading to high drop-off at the booking stage.
Objective
Homepage
Problem
It's hard for users to find their way and make confident decisions.
Expected outcome
Clearer navigation and visual decisions reduce hesitation, keeping potential buyers engaged long enough to convert.
Booking
Problem
The booking flow has unnecessary friction at the point of highest purchase intent.
Expected outcome
Fewer steps, persistent order visibility, and trust signals at checkout lower abandonment at the highest-intent stage.
Challenge
Date access limited
The biggest challenge was the lack of real user data. Without analytics, recordings, or interviews, it was difficult to identify genuine UX issues and avoid relying on personal assumptions.
My approach
I conducted the audit from a first-time user's perspective and validated findings using established UX frameworks such as Nielsen's Usability Heuristics and Baymard's checkout research. Any issue that couldn't be linked to a recognized usability principle was excluded, ensuring the audit remained objective and evidence-based.
Problem analysis
Design solution
Wireframe
Design References
Homepage
Booking
